How social & mobile media are changing the way we do business

jo@dearmedia.be@jcaudron

1maandag 11 maart 13

@jcaudron

• a digital consulting company

• founded in 2009 by Jo Caudron

• our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media

• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...

• We work for large European clients

2maandag 11 maart 13

@jcaudron

Our Field of Activities

Impact on traditional communication, media, business, ...

Online Media Social MediaMobile & Tablets

Future

3maandag 11 maart 13

@jcaudron 7.000.000.0004maandag 11 maart 13

@jcaudron 7.000.000.000

2.000.000.000

5maandag 11 maart 13

@jcaudron 7.000.000.000

2.000.000.000

1.500.000.000

6maandag 11 maart 13

@jcaudron 7.000.000.000

2.000.000.000

1.500.000.000

6.000.000.000

7maandag 11 maart 13

Change & Disruption

Digital

x

Online

Social

xMobile

= =

8maandag 11 maart 13

@jcaudronDigital Transformation Model

TV

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io

Prin

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2.0

Digital Change (online/social/mobile)

9maandag 11 maart 13

Transforming Retail

10maandag 11 maart 13

@jcaudron

Source: Empathica, July 2012

11maandag 11 maart 13

@jcaudron

12maandag 11 maart 13

@jcaudron

Virtual Shelfs

13maandag 11 maart 13

@jcaudron

“Showrooming”

14maandag 11 maart 13

@jcaudron

“Showrooming”

15maandag 11 maart 13

@jcaudron

m-tail

16maandag 11 maart 13

@jcaudron

0

25

50

75

100

2011 2012 2013 2014

m-tail traditional retail

m-tail

17maandag 11 maart 13

@jcaudron

Mobile wallets

(shopping)listsproduct infomoneypaymentspromo’s & couponsloyalty

But what about the cash register?

18maandag 11 maart 13

@jcaudron

Paperless Retail

(now that is a great idea to create a permanent and on-going connection...)

19maandag 11 maart 13

@jcaudron

Take control over the initiative

Don’t make the customer become your enemy, make him your partner in a trusted and respectful relationship

20maandag 11 maart 13

@jcaudron

Mobile

BIG DATA!21maandag 11 maart 13

@jcaudronBIG DATA!

Mobile Stuff

Mobile

Tweets Check-ins

Sensor dataMachine2Machine (IoT)

(Youtube) videosSpotify Streams

Facebook Stuff

All the traditional (structured) input

The quantified self

22maandag 11 maart 13

@jcaudron

Mobile

BIG DATA!

oops

23maandag 11 maart 13

@jcaudron

How does the social and mobile data-buzz becomes meaningful?From manual to machine?

24maandag 11 maart 13

@jcaudron

How do you get unstructured thoughts, emotions, intentions, opinions, ...

of billions of people in a database?

?

25maandag 11 maart 13

@jcaudron

You can use social media and big data to predict the future of the world

26maandag 11 maart 13

@jcaudron

But can you predict the next purchase of one individual?

- who’s able to work out the actual business rules?

- what business people are able to use these rules to do business?

27maandag 11 maart 13

@jcaudron

B I GDATA

SMALL DATA

Mobile

Apps+Location+ Profiles+Social Recommendations

feed trends

add live intelligence

Relevant individual solutions

28maandag 11 maart 13

IntroducingRELEVANCE MARKETING

It’s about building respectful relationships with customers, based on relevant communication, providing value for both sides, without annoyance or intrusion.

And it is finally possible today.

Location Based Services

(relevant now and here)

(App-)CRM(relevant for who I am)

Peer-Pressure and Peer-Guidance

(because I trust my social network more than I trust

brands)

Brands as Friends(because you tell me stories

and provide me with real value)

Online + Social + Mobile

29maandag 11 maart 13

Key take-aways

30maandag 11 maart 13

@jcaudron

In the digital world, the customer is in control

31maandag 11 maart 13

@jcaudron

In the digital world, the customer is always better informed

32maandag 11 maart 13

@jcaudron

Use technologye to be relevant, help and service, not to spam

me

You are here for the customer, not the other way around

33maandag 11 maart 13

@jcaudron

Small is beautiful

34maandag 11 maart 13

@jcaudron

Don’t you even try ...

35maandag 11 maart 13

@jcaudronIt’s a fundamental change

TV

Rad

io

Prin

t

Billb

oard

s

DM

Dig

ital M

edia

(on

lin/s

ocia

l/mob

ilr)

From ... ... to

Sale

s

Mar

ketin

g &

Com

mun

icat

ion

Serv

ice

& S

uppo

rt

HR IT

PR &

Ext

erna

l Com

mun

.

R&

D &

Ent

erpr

ise

2.0

Digital Change (online/social/mobile)

36maandag 11 maart 13

@jcaudron

Beware of Macro-Myopia*

*the trend to overestimate the impact of change on the short termand to underestimate the impact of change on the long term.

Don’t say I didn’t warn you ;-)

37maandag 11 maart 13

How social & mobile media are changing the way we do business

jo@dearmedia.be@jcaudron

38maandag 11 maart 13